This transcript has been automatically generated and may not be 100% accurate.

... I ... the ... welcome back to Digits Eric the yes J live would you like reading this might mean squat ... we go on and you may enjoy the company to make that happen is with us now it's Uncle Marc's CEO of ... MET Paige ... thank you Brian much for joining us um thanks for having the kind you'd gone down ... there will be ... with him ... this was tough on tells about this ... yet so Net pages of brand new app ... um anyone has an I phone can download it if you're a reader of Esquire magazine ... um what you'll be able to do is interact with the print version of Esquire magazine ... every single page so any head ... in the photo Aneel particle any recipe can be clipped and saved or shares ... to a social network such as Facebook ... Twitter ... forty consented partially by text or email and this is Cory and it's just downright it isn't just came out this week with the December issue of Esquire ... and Dom ... it's up twenty three and it's available on the I phone ... the other thing you can do with the outfits you can actually buy stuff in time for the holidays right from the printed pages of a magazine ... or even placing videos ... that the folks from Esquire have in store for you so what was I know about magazines is the good the great thing about is the wonderful photographs that are of terrain that how does that work on something that's the size of the time in my hand did you have to do anything to adapt to the plant ... and is the way you look of it because of the move would tumble on the web we know that is a different form ... he absolutely so we worked for about two years with Thurston Esquire ... and we actually ran use ability tests ... with their print readers as well as market trials ... and so basically the way we worked is ... you read the publication the way you normally would ... when you find something of interest that you wanna do something with ... you take out your ... net page app you simply hold it over the page the physical page but you may want a clip and save digitally for later use or maybe the new one assigned to our friends ... and what it does is he got actually acquires a digital squint ... of that physical page and brings the digital wind down from a cloud ... and puts it right on the screen of your smartphone ... so that now as you move over the surface ... of the printed page that actually tracks with additional twenty one and effectively does is it lets the consumer use the touchscreen ... of the smartphone something they're pretty use to do and ... to actually clip and interact with the printed page so that I don't know ... that sounds like a lot more adaptive and a lot of people have just gone straight out of the Web is a sad day when his we've gone the thing with a stick it on yet what the board convey the idea of us ... because of the of a ... unusual approach ... yes so our ... technical founder of filament iOS Overbrook ... is quite a clever fellow man he's pioneered research in a number of areas including the technologies ... of lives eats ... and he saw a need for creating interactivity to good friend of content just like people are used to on the web ... and this is a guy who has over mine thousand patents to his name ... um ... and actually came up with this concept once we came up with it we then went to the people first ... they got pretty excited about it and then the rest was history we work with their consumers ... to make shore was something they would really enjoy in years ... now this is with the mascot it's quiet now um is this gonna be rolled out to all the publications aam outside the hospital ... yes that's that's correct and so ... what Esquire readers will see is understood commitment to use this every month ... every month they should look for new and exciting things to be able to do with every single page in the magazine ... there will be other first publications coming out and other publishers ... are also looking at rolling out as well ... and we think the utility of the app ... becomes more attractive ... as there are more publications so the user can interact with sewing you feel led to grab stuff off often ask why and I'm in awe of competing publication and into the mall together are some ideas on me is that the ideas of light list read like a ... B ... a call for they might have a common sense is that Islamism and the other the really a couple things that of the studies have shown consumers when they see something that inspires them or they have an interest in they wanted digitally ... Clapton and keep it for later use it could be ... the present one s foreigners are great gumbo recipe you can actually clip that ... taken to the food store buy the ingredients with that ... um ... they're a lot of people who like when it is when you have to pay subscribers to the press ... well you don't you can dump ... um ... buy it from newsstands and again and you know you have to Laporta time right yet or or maybe I'm the husband subscribes to white sees the gumbo and decides to take low can download the free app and quickly houses to them from interest ... well I'd we think that there is an instinct I and hear from people who post content if interest are pulling from digital assets to do that ... we think that there are many magazines were this is conducive where I can actually now clip from ... friends ... and post took on board ... come to ... grips the former she won with an congratulations on the other thing I miss waking up Paul ...